Digital Marketing and Transformation for Social Sustainability in Universities
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This paper seeks to explore the relationship between digital marketing, digital transformation, and social sustainability in universities, with green technology innovation as a mediator. Digital strategies have been associated with sustainability in higher education in previous studies, yet little evidence is available from the Middle East. Data were obtained from 213 senior executives at the University of Anbar (Iraq) and analyzed using structural equation modeling with SPSS 26 and AMOS 26. The results show that affect and significantly social sustainability and that innovation partly mediates these relationships and their total effects. The study extends this research to a university in a conflict region by positioning it as the bridge between organizational capacities and social sustainability. It is restricted to top managers; future research should involve students and teachers.
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